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Marketing

Use this guide to find important databases and other types of resources in the field of marketing.

Finding Books

Finding Books by Subject

A wide range of subject headings can be used to find information about topics covered in UNI marketing courses; here are a few examples of relevant subject headings to try in the Books/Media Subject index: 

  • advertising campaigns
  • export marketing
  • retail trade management
  • consumer satisfaction evaluation
  • marketing channels 
  • sales personnel
  • cross-cultural orientation
  • new products management
  • service industries marketing
  • pricing 
  • target marketing

Another approach is to use a Keyword search to look for terms which may occur in titles and contents notes as well as in subject headings.

  • For example, this search - (advertising or promotion) and objective* - retrieves records with the words "advertising" or "promotion" as well as words beginning with "objective." The Keywords index also is good for finding specialized or new terms that might be in titles but not in subject headings.

 

Google Books